Richard Reed

Innocent Smoothies

When Richard Reed and his university friends Adam Balon and Jon Wright decided to exploit their entrepreneurial cravings, they had many ideas for a business, including pizza parties and a self- regulating bath. After recognising the flaws of combining water and electricity, the group landed on smoothies. In 1999, the friends set up shop at a music festival and asked customers whether they should give up their day jobs to continue making the smoothies on sale. Based on the response, they resigned the next day and began the path to Innocent. The brand has expanded into juices, kids’ drinks and food pots, and holds around an 80% share of the industry. They have remodelled the contents of supermarket refrigerators and sparked a host of copycats with the brand’s healthy feel-good factor. 

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